4. The Numbers Fastest growing sector for Internet use is communities (5.4% in a year) Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on Networked Places”) By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes (Gartner Group – “Business Impact of Social Computing on CRM)
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8. What shapes trust / corporate reputation? 2006 2010 Slide by Deloitte
10. This is not applicable in our business This may work in B2C but not in B2B This is good for B2B but not B2C Our industry is not ready My customers are not there yet Our competitors don’t do anything either My customer never asked my about social media We have no budget We have no resources We have no plan In that economy we have no time for this None of our executives have a clue Our culture is so old We are so much under pressure I can’t do anything
13. What is Social CRM? “Social CRMis a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company's response to the customer’s ownership of the conversation." ~ Paul Greenberg, Author of CRM at the Speed of Light
17. Social Network in the (Sales) Enterprise Collaboration Innovation Service & Support Sales Marketing Team Collaboration Innovations Insights Social Support Insights Social Sales Listening Post Social Marketing Insight Enterprise Collaboration Crowdsource Social Response Social Sales Conversation Social Marketing Response Customer Collaboration Peer to Peer Leverage Social Buying Generation Social Campaign Tracking SFA / CRM as Social Informant Social Event Management Common language / process / methodology Needed across the entire (sales) enterprise
18. The Sales Person’s Community Manager Enterprise Peers Channel Partners Personal Network Customers Business Network CRM System Competitors
22. 10 Rules in the Social Universe Empathize – Put your finger on the pulse Engage – Cultivate the customer ‘where they are’ Be generous – Give value first, expect nothing in return Influence – Be part of the “Recommendation Chain” Authentic – Be yourself, Stay the course Collaborate / Co-create – Play in (or start) a community Follow – People, opportunities, accounts, networks Integrate – Community, CRM, Methodology Measure – Use Klout, Grader etc., to monitor progress Learn – impossible to predict all dynamics
